Catalog and Direct Selling: Crossing the Channel

Don’t assume technology is too large an expenditure. Traditionally, cross-channel promotions supporting retail include listing the store locations on the Web site and in the catalog. Often, the retail store will use the catalog database to identify ZIP codes in a specific store radius and announce retail promotions and events. Increasing retail traffic, and ultimately revenue, is the goal. One way to quantify the results is to include a coupon for a free gift. This incentive helps retailers determine the effectiveness of the mailing. Find out if the printer can inkjet the customers’ names and addresses (and customer numbers) onto the coupons. Work with your creative team to ensure that the layout can support the requirements of inkjet imaging.

Don’t forget to use every channel to promote and contact the customer. But, respect their opt-in preferences for each channel as well. Remember, customers have choices. Keeping customers loyal requires tapping them on the shoulder with marketing messages.

Cross-channel promotions help keep your company top of mind with customers. But don’t forget, customers don’t see different channels, they see one company. Cross-channel support builds customer relationships for the entire organization.

Gina Valentino is vice president and general manager of J. Schmid & Associates. She can be reached at (913) 236-8988 or ginav@jschmid.com